_Glade's the fragrant spark that connects
people to the emotional power of feeling.
So shif t your emotions.
_The first global brand campaign for Glade was implemented around a paradigm shift of the go-to-market strategy – moving from a product-led approach focussed on targeting loyal years to a brand-led approach focussed on non-users and driving penetration.
The task was to drive awareness and provoke shoppers to experience the feelings uniquely sparked by Glade’s multidimensional scents. Designed to disrupt category norms, the campaign was built around distinctive and ownable assets that will drive consistent salience amongst our audience.
A truly integrated campaign executed across TVC, digital, shopper and experiential, the feedback was positive with an excitement and inherent belief that this campaign signified a new era for the world’s number 1 Air Care brand.